Mind the Gender Gap: Differences in Liking and Purchase Intention After Viewing Advertisements of Same- and Different-Sex Couples

• In Event: ICA Plenary Interactive Paper/Poster Session II
  In Interactive Paper Session: Mass Communication Interactive Poster Session

Abstract

Advertisements featuring gay and lesbian imagery are becoming more common in mainstream media. Research conducted several years ago using print advertisements indicates that heterosexual audiences, and men, in particular, respond negatively to these advertisements. The present study aimed to investigate if these attitudes persist. To do so we conducted an experiment using audiovisual advertisements—half using same-sex couples and the other half different-sex couples. Dependent variables included purchase intention, positive attitudes toward the advertisement and product and negative attitudes toward the advertisement and product. The use of same-sex couples only significantly affected attitudes of male participants. For male, but not female participants, advertisements featuring same-sex couples were liked less, perceived less positively, and resulted in lower intentions to purchase the product.

Authors

• Glenna Lee Read, Indiana University

• Irene Ingeborg van Driel, Indiana U

• Robert F. Potter, Indiana University